In the spring of this year, OurSportsCentral.com reported that Central Hockey League (CHL), Arizona-based, announced that Canadian Technical Tape (Cantech) jumped on board the CHL Loyalty Rewards program. This connection makes Cantech the program’s first business-to-business (B2B) merchant.

The CHL loyalty program consists of companies, sponsors, and even fans. OurSportsCentral describes the it as, “one of the fastest growing sports affinity programs made up of fans, sponsors and companies.” Joining the program affords Cantech the ability to provide its own staff, clients, suppliers, as well as community members with a number of opportunities to earn appreciation and initiative rewards.

The commissioner of the CHL, Duane Lewis, stated, "Cantech, an integral new partner in one of the CHL Loyalty Rewards key deliverables -- building businesses, represents the clear and positive progress the CHL has made to execute its stated strategy of adding well-known, respected brands to the program."

Initiated in May, the program has a unique structure in that it allows its members to “earn through Merchant initiatives as well as swap in and out of the program to other participating loyalty programs.”

The Central Hockey League was founded in 1990, and features minor league hockey from 15 member clubs. The clubs are located in Central United States.